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Pengaruh Viral Marketing Melalui Instagram Terhadap Minat Beli Produk Camilan Khas Daerah Secara Online Handaruwati, Indah; Dewi, Adhita Maharani
BBM (Buletin Bisnis & Manajemen) Vol 4, No 2 (2018): Jurnal BBM Bulan Agustus 2018
Publisher : Sekolah Tinggi Ilmu Ekonomi YPPI Rembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47686/bbm.v4i2.158

This research will examine the Influence of Viral Marketing Through Instagram which consists of Messenger, Message and Environment Toward the Interest of Buy Typical Local Snack Products. The purpose of this study to describe the activities of SMEs regional snack products in promoting their products through the media instagram. Promotion through social media instagram visual displays are expected to attract interest to buy snack products. This study uses questionnaires as a research instrument to obtain data from consumers of regional snack products in Instagram. In this study the respondent's criteria is the followers active Instagram snack products typical of the region, as well as respondents must follow at least one account of regional snack products in Instagram with the number of samples planned is 200 people obtained from the spread of questionnaires online through gogle form, monkey surveys, email and directly.Â Â Â Â Â Â Â Â Â Â Â Â The results of data processing of this study show a linear simultaneous relationship between the independent variables Messenger, Message and Environment dependent variable that Interest Buy Local Products Typical Snacks. Partially any independent variables of Messenger, Message and Environment have a linear influence on variables dependent Buy Interest Typical Regional Snack Products. While the independent variables Environment has a dominant influence on variables dependent Buy Interest Snack Products Regional Typical Online compared to other independent variables. The result of multiple linear regression shows the variables of Environment influenced 51.5%, Messenger 24.1% Message 12.0% to Buy Local Area Typical Buy Interest.Â Â Â Â Â Â Â Â Â Â Â Â The results of this study are expected to contribute positively to business actors in marketing regional special snacks online, faculty in college and further research.

PEMANFAATAN MICRO INFLUENCER SEBAGAI PERTIMBANGAN KONSUMEN DALAM MEMILIH KULINER KAKI LIMA Handaruwati, Indah; Dewi, Adhita Maharani
Jurnal Industri Kreatif dan Kewirausahaan Vol 6, No 2 (2023): DESEMBER
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v6i2.1697

The pandemic has forced business actors to innovate a lot, from products to services. This effort is focused on behavior changes that occur in society. Business actors must be good at reading what consumers need and ensure the right marketing strategy to get the right target. With all the regulatory limitations to prevent the spread of Covid 19, business actors are implementing new strategies to keep marketing their products running. Utilization of Influencers allows businesses to capture changes in consumer behavior directly. This concept not only helps business continuity in a pandemic, but also has the potential to create a shift towards the necessary changes going forward. The results of the study show the role of micro influencers for 40 respondents who become informants to act as their reference when consumers are choosing street food places. Respondents can confirm the cleanliness of the place, service, price when viewing the show and reading comments about the show. Impressions and content created by micro influencers influence thoughts and decisions about a place to eat.

Indonesian and Singapore Manufacturing Companies: Analysis of Differences in Company Profitability during the Pandemic Asmarawati, Sandra Galuh; Dewi, Adhita Maharani
ProBisnis : Jurnal Manajemen Vol. 14 No. 6 (2023): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probis.v14i6.386

Profitability is the ability of a company to earn profits during a period. In 2019, the world was hit by the Covid-19 pandemic which caused disruption to the world economy. Researchers want to look for evidence regarding the company's financial, especially the company's profitability during Covid-19 in Indonesia and Singapore. This research aims to analyze and obtain empirical evidence regarding the differences in the profitability of Indonesia’s manufacturing companies and Singapore. The research method uses the Independent Sample t Test of mean difference with samples from manufacturing companies listed on the Indonesia Stock Exchange (IDX) and Singapore manufacturing companies listed on the Singapore Exchange (SGX) during 2018–2022. Profitability variables use the Return on Assets (ROA) and Net Profit Margin (NPM) ratios. The research results show that there are differences in the average NPM and ROA between Indonesian and Singaporean manufacturing companies.

The Influence of Marketing Mix on The Increase of Billing Sales Volume in Freedom Internet Cafe, Surakarta Nugraha, Samuel Setya; Dewi, Adhita Maharani
ProBisnis : Jurnal Manajemen Vol. 15 No. 5 (2024): October: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar

This research aims to analyze the influence of the Marketing Mix on the increase of billing sales volume at Freedom Internet Cafe, Surakarta. The hypotheses proposed in this study are as follows: H1: it is suspected that the Product influences the increase in sales volume, H2: it is suspected that Price influences the increase in sales volume, H3: it is suspected that Promotion influences the increase in sales volume, H4: it is suspected that Place influences the increase in sales volume, H5: it is suspected that the Marketing Mix influences the increase in sales volume simultaneously.The research method used is quantitative research through surveys and interviews, intended to provide explanations. Survey research takes samples from a population and uses questionnaires as the primary data collection tool. Sample selection using the stratified random sampling method is applied when the population has heterogeneous and proportionally stratified members. Therefore, this study involved 52 buyers as respondents, and data analysis was conducted using multiple linear regression models with SPSS v25 application.The data analysis results show that the t-value for the Product variable is -0.347, Price variable is 2.103, Promotion variable is 1.620, and Place variable is 2.011. Meanwhile, the t-table value is 1.677. From these research findings, it can be concluded that the Marketing Mix only affects Price and Place variables partially. Product and Promotion variables do not have a partial effect on the increase in billing sales volume at Freedom Internet Cafe. Through the F-test, it is known that the significance value is below 0.05, thus concluding that the Marketing Mix has a simultaneous effect on the increase in billing sales volume at Freedom Internet Cafe, Surakarta.

The Influence of Shopee Affiliate, Shopee Paylater, and Shopee Live Streaming on the Purchase Decision of Fashion Products on the Shopee Application among Students of Solo Technology Christian University Rumahorbo, Gabriela; Dewi, Adhita Maharani
Jurnal Multidisiplin Sahombu Vol. 5 No. 03 (2025): Jurnal Multidisiplin Sahombu, (2025)
Publisher : Sean Institute

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Technology in the current globalization era brings numerous changes, including the popularity of online shopping across various demographics. Shopee is prominently usedttttt within the community. Multiple factors influence purchasing decisions, particularly for fashion products. This research aims to analyze the impact of Shopee's Affiliate, PayLater, and Live Streaming programs on fashion product purchasing decisions. This quantitative study involves 40 respondents selected through non-probability sampling (purposive sampling) from Solo Christian Technology University, who previously purchased fashion products on Shopee, utilizing questionnaires. Results indicate Shopee Affiliate partially influences purchasing decisions, PayLater has no partial impact, and Live Streaming partially influences purchasing decisions. These three variables collectively affect fashion product purchasing decisions among Solo Christian Technology University students.

The Influence of Features, Services, Discount, and Promo-tions on the Go Food Application Toward the Sales of Soto Ayam Culinary Smes in Surakarta P.F, Semana Vidia Valva; Dewi, Adhita Maharani
Jurnal Multidisiplin Sahombu Vol. 5 No. 02 (2025): Jurnal Multidisiplin Sahombu, (2025)
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

The development of technology is increasingly advancing, as seen in the growing popularity of the Go-Food application among the public. This presents a significant opportunity for culinary business owners, including small and medium enterprises (SMEs) specializing in soto ayam in Surakarta. This study aims to examine the extent to which service features, discounts, and promotions on the Go-Food application influence the sales of soto ayam SMEs in Surakarta. The research employs a quantitative method with a total of 40 respondents selected using purposive sampling. The respondents are consumers who have sold soto ayam through the Go-Food application. Data were collected using an online questionnaire. The findings indicate that the promotion feature has a partial effect on sales, whereas service features and discounts do not have a partial effect. However, all three variables collectively influence the sales of soto ayam through the Go-Food application in Surakarta. These findings highlight the importance of appropriate marketing strategies to enhance SME culinary sales in the digital era.

PEMANFAATAN MICRO INFLUENCER SEBAGAI PERTIMBANGAN KONSUMEN DALAM MEMILIH KULINER KAKI LIMA Handaruwati, Indah; Dewi, Adhita Maharani
Jurnal Industri Kreatif dan Kewirausahaan Vol 6 No 2 (2023): Jurnal Industri Kreatif dan Kewirausahaan DESEMBER 2023
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v6i2.1697

The pandemic has forced business actors to innovate a lot, from products to services. This effort is focused on behavior changes that occur in society. Business actors must be good at reading what consumers need and ensure the right marketing strategy to get the right target. With all the regulatory limitations to prevent the spread of Covid 19, business actors are implementing new strategies to keep marketing their products running. Utilization of Influencers allows businesses to capture changes in consumer behavior directly. This concept not only helps business continuity in a pandemic, but also has the potential to create a shift towards the necessary changes going forward. The results of the study show the role of micro influencers for 40 respondents who become informants to act as their reference when consumers are choosing street food places. Respondents can confirm the cleanliness of the place, service, price when viewing the show and reading comments about the show. Impressions and content created by micro influencers influence thoughts and decisions about a place to eat.

Optimalisasi Peningkatan Pendapatan dan Jiwa Kewirausahaan Bagi Anggota Tani Makmur Asmarawati, Sandra Galuh; Dewi, Adhita Maharani
Jurnal Pengabdian Masyarakat STIE Surakarta Vol 4 No 1 (2025): Juni 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56456/dimaseta.v4i1.154

Banyak individu mencari solusi melalui berbagai usaha, baik barang maupun jasa, yang berkontribusi pada peningkatan pendapatan. Peningkatan pendapatan didefinisikan sebagai kemampuan pelaku usaha menghasilkan laba dari modal kerjanya. Namun, kendala waktu dan modal sering menghambat pengembangan usaha sampingan. Pengabdian ini bertujuan untuk mengkaji optimalisasi peningkatan pendapatan dan penumbuhan jiwa kewirausahaan pada Kelompok Ternak Makmur. Selain itu, memberikan motivasi anggota untuk berwirausaha mengolah kotoran ternak menjadi pupuk bernilai jual tinggi. Kelompok Ternak Makmur, yang beranggotakan peternak sapi, kambing, dan ayam. Melalui pengarahan dan motivasi, diharapkan anggota kelompok dapat meningkatkan pendapatan dan menumbuhkan semangat kewirausahaan dalam diri mereka.

The Effect of Live Streaming, Discounts, and Free Shipping on the Decision to Purchase Fashion Products on The Shopee Application among Students of The Solo Christian University of Technology Clarrisa Putri Hartarin; Dewi, Adhita Maharani
ProBisnis : Jurnal Manajemen Vol. 16 No. 2 (2025): April 2025: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar

This study aims to examine the effect of Live Streaming, Discounts, and Free Shipping on Purchase Decisions of Fashion Products on the Shopee App among students of Universitas Kristen Teknologi Solo. The data used in this study was obtained from questionnaires filled out by respondents, making this a quantitative study. The researcher used Purposive Sampling, a sampling technique based on specific considerations to determine appropriate samples. A total of 40 participants were selected as the sample. Data analysis was performed using multiple linear regression. The results indicate that the variables of Live Streaming and Discounts have no significant effect on purchase decisions individually, while Free Shipping has a significant effect on purchase decisions individually. Meanwhile, the simultaneous analysis shows that the variables of Live Streaming, Discounts, and Free Shipping have an influence on purchase decisions.

PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN MELALUI KERANJANG KUNING TIKTOK Dewi, Adhita Maharani; Asmarawati, Sandragaluh
Jurnal Ekonomi dan Bisnis (EK&BI) Vol 8 No 1 (2025)
Publisher : Politeknik Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37600/ek&bi.v8i1.2278

The influence of price, quality, and promotion on the purchase of Sabdo Palon syrup proves that price is the strongest variable in influencing the purchase of herbal products[2]. In addition, price refers to the financial aspects required to achieve the stated goals. Coffee is one of Indonesia's export commodities. Kopi Kenangan is a coffee brand originating from Indonesia and is currently starting to enter the international market. With strong branding, Kopi Kenangan has succeeded in attracting consumers. The TikTok application is one of the social media used by Kopi Kenangan to reach consumers. On TikTok there is an affiliate program that is of interest to users, seeing this gap, Kopi Kenangan opened an offer as their affiliate by including a yellow basket on videos made by TikTok users. Based on this, the author examines the effect of product quality, price and promotion on the decision to purchase Kopi Kenangan through the Tiktok yellow basket. The results of this study state that the promotion and price variables are determining factors for the decision to purchase Kopi Kenangan

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